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Updated: 14 November 2012

On 23 October 2011, a new drink-driving campaign was launched. Youth drink-driving is one of the largest causes of death and injuries in New Zealand roads. Each year, young drivers cause nearly half of all alcohol-related road crashes.

Television advertising


Young drinking drivers make up a large part of all drink-driving crashes. Over 40% of all drink-driving crashes involve drunk drivers under the age of 24 years. In all fatal or serious injury-related crashes in 2008-2010:

  • 82% of the drinking drivers in those crashes are male
  • 34% of all drinking drivers in those crashes, and 38% of the young drivers, are Maori
  • one in five (19%) of all drinking drivers in crashes are aged 15-19, another 24% are 20-24

These boys are not bad people.

They're good people who make bad choices. They don't set out to drive drunk, they just don't plan ahead. A few beers with the lads can easily morph into a bigger night, poor judgement and fewer options to get home. But while the consequences of driving drunk are well-known, it's also widely believed that if you drive drunk, it's likely you'll get away with it. This belief is reinforced by the times they did 'slip up' and got away with it. They lived to tell the tale, which has since become a 'success' story they share with their mates.

Coupled with this belief is that no one stops them or makes them feel uneasy about their choice to drive. It's too awkward so why would they? It's hard to tell a mate not to drive; no one wants to lose face, to be seen as the 'downer' of the party or to be accused of being 'soft'.

This campaign aims to encourage people who drink with our drink-driver to take some responsibility and speak up when he is about to drive drunk. We want them to have the guts to speak up and say something without feeling like they've killed the mood.

The goal of this advertising is to acknowledge the feelings a young man might have around speaking up when a friend is going to drive drunk. Thinking you might 'look bad' in a social situation is what is in the way for most people. We need to break through this barrier and the use of humour is key to achieving this successfully.

Further information

Download a print version of the Legend background information (PDF, 2 pages, 38 KB).

Radio advertising

Outdoor advertising

Download PDF versions of billboards

Pub advertising

Download PDF versions of pub posters

Pub advertising in action

Legend digital signage

Posters and other resources are available to order. These are based off our print and outdoor advertising. If you'd like to find out more or place an order, please send an email to: